The affable 63-year-old owns 10 stores, making him the owner of the city’s largest marijuana business chain, even though selling pot over the counter remains illegal in Canada.

When asked how a customer would buy cannabis, Briere says all one needs is photo ID and proof of a medical condition that might be alleviated by pot — for example, a prescription for pain medication or a bottle of antidepressants.

“We’re making it easy for people to get ahold of a real medication that is natural and safe for you,” he says proudly. “Every day we sign people up. Every day.”

While Briere insists a person needs a prescription medication to get marijuana, the same is not true at all dispensaries. Some will set customers up with a naturopath via Skype to make a diagnosis. Others insist on a note from a doctor. There are concerns that some don’t ask for any proof at all.